Research Of Network Propagandist Phenomenon

"Network Propagandist "also addressed as network marketing and public relations, was founded in the network society as no center of global information interaction platform. Essentially, it is a viral marketing mode of the Internet. Since2005, which has experienced push people, objects and matter three stages from the initial decentralization and marginalized has transited to collectivization and the commercialization currently. It can be said, it increasingly penetrates and leads to a qualitative change of the public space of the Internet, both the social effects also affect the future development of the Internet in China.This article proceeds from the network sociology and utilizes interdisciplinary analysis, case and literature study aimed at research through following several aspects:The introduction to mainly expounds the research background, significance and purpose, research methods, innovation and other issues. The first chapter points out that the background of the advent of the network operator is increasingly developed and changeful network society also qualitatively analyses accordingly. The second chapter is combing the network operator " push people-objects-matter " development course the instance of chronological order; The chapter three is a key point, to use interdisciplinary knowledge, respectively analyses on the emergence and development of the network operator mechanism from the perspectives of sociology, psychology and communication studies. The chapter four focuses on the social effects of network operator possesses, combined with a system theory of Janus effect to dissect its positive, and neutral effect; The fifth chapter will respectively discuss from the network managers, netizen, traditional media and the government towards network operator specifications and guidance; The conclusion, indicates the network operator’s certain inevitability of objective existence, in the future, there may be two diametrically opposite direction.As a new arrival in the context of digital communication era of new media, we ought to research with a kind of objective, comprehensive and rational attitude towards network operator. With the specifications and guidance from relevant departments, network operator is bound to give full play to its positive social effects to promote the healthy development of the public space of the Internet in China.